Brand Identity

Visual Identity Style Guide

The purpose of this style guide is to make clear and simple rules, permit few exceptions to the rules, and provide uniformity for any and all communications related to the Lambda Chi Alpha brand.

The International Headquarters’ branding system aims to create a visual image consistent with our Fraternity’s Seven Core Values while supporting the goals and expectations of our strategic plan.

Critical to the overall impact of this master brand is the consistent branding support execution by our vendors, individual chapters and alumni organizations. This guide serves as a reference for all who work with Lambda Chi Alpha, both internally and externally. All items can be downloaded here.

Tertiary Colors

RGB: 107, 51, 51HEX: #6B3333CMYK: 0, 52, 52, 58

RGB: 186, 0, 0HEX: #BA0000CMYK: 0, 100, 100, 27

RGB: 214, 102, 102HEX: #D66666CMYK: 0, 52, 52, 16

Fonts

Futura

Futura is our primary typeface and should be used whenever possible. It is a sans serif font with an approachable, clean, professional, and bold feel that matches the perception of our brotherhood. Download Futura.

Sabon

Sabon can be used in combination with Futura but never as the primary typeface. It provides a more organic contrast to the clean feel of Futura. Download Sabon.

Electronic/System Fonts

For online applications or instances in which our primary typeface is not available, use Lato or Arial in place of Futura and Times New Roman in place of Sabon.

Examples of these applications include Microsoft Word, Excel, PowerPoint, online applications that use HTML text, and email. Arial is a system font, available on all computers and communicates a similar message.

Symbols

Lockup

Our identity uses more than words to bring Lambda Chi Alpha’s vision to life. It is the basis for consistently and effectively communicating who we are. Through the logo, logo type, lockup, and tag, Lambda Chi Alpha communicates its values.

The lockup consists of a logo, the visual cross and crescent, and the logo type. The lockup should be used on digital and printed media. If the lockup cannot be used then the logo can replace it.

Logo

Tag

Logo Type

Lockup

Seal

Lambda Chi Alpha has adopted a seal design to serve the same purpose as the impression made by the signet rings of historic kings, and its purpose is to identify General Fraternity documents and publications. It should not be used for decoration, or as an ornament for items such as jewelry or stationery, unless it is to be used as the official stationery of the General Fraternity. It is now properly used on charters, membership certificates, and authorized publications of the General Fraternity.

The design consists of the cross and crescent upon which is superimposed a shield bearing the letters of the Fraternity, above all of which appears a Gothic circle bearing, in Greek, the inscription, “Seal of the Brotherhood of Lambda Chi Alpha.” It is in the Fraternity colors of purple, green, and gold.

Cross & Crescent (Logo)

The primary symbol of Lambda Chi Alpha Fraternity. The open motto, “Per Crucem Crescens,” or, “Crescent through the Cross,” reflects this symbol.

The cross is a Greek cross, with all four points being equal length. The Greek cross does not represent the crucifixion of Christ, but instead, the four directions of the earth, representing the spread of the gospel. The only acceptable deviation is on the coat of arms.

The cross & crescent is a central element of Lambda Chi Alpha’s Ritual. Symbolizing everlasting growth, the cross & crescent demonstrates every member’s continual pursuit of Christian values. The Lambda Chi Alpha creed best describes this imagery: “The crescent is our symbol – pure, high, ever growing and the cross is our guide – denoting service, sacrifice, and even suffering and humiliation before the world, bravely endured if need be, in following that ideal.”

Usage The colors of this logo may change to fit your design but should always remain consistent with the colors provided above. The scale should never appear larger than 10 percent of the entire area where the logo exists.

The Badge

The badge is a pearl-set crescent with horns turned toward the left, and enclosing a monogram of the Greek letters Lambda, Chi, and Alpha. The center of the crescent bears the Greek letters Delta Pi in gold on a black enamel. A variety of jewels may be selected for the Lambda.

Probably no fraternity badge has deeper meaning than that of Lambda Chi Alpha. Not only do the pearls, Greek letters, and crescent have their symbolism, but each line of the crescent and the relationship of the emblems to each other add greater significance. The meaning of the badge, of course, cannot be discussed here. It is an evidence of membership for an individual and should be used only for that purpose except as specifically authorized in the laws of the Fraternity. For example, the badge can be presented in the medium or miniature size, to one’s mother, wife, sister, or fiancé.

Associate Member Pin

The associate member pin has a most interesting history because it embodies the official badge of Theta Kappa Nu, as well as the original pin of Lambda Chi Alpha. The original Lambda Chi Alpha pin was a Gothic arch. With the union of the two fraternities, this was superimposed upon the triangles composing the official badge of Theta Kappa Nu. Thus, all meaning of that fraternity’s symbolism was added to the Lambda Chi Alpha emblem.

Friendship Pin

The Friendship Pin as we know it today is intended to be used for several purposes. It can be used to recognize a relationship that has not yet reached the level of engagement or marriage, during informal occasions where the badge may not be suitable, by members who prefer its design, or as a substitute by brothers who have yet to purchase an official badge. It can be worn on a suit jacket, sport coat, or used as a tie tack. The pin can also be worn by wives, fiancés, mothers, and sisters.

Greek Letters

The Greek letters Lambda, Chi, and Alpha represent the name of the Fraternity. In LCA written work, it is preferred to either spell out Lambda Chi Alpha or use the English abbreviation LCA. Greek letters are a graphical representation used primarily on logos, letterhead, and T-shirts. Unless otherwise noted, letters contain serifs on line ends only, thus not on top of the Lambda or Alpha. The Greek letters are one color. Outlined Greek letters are acceptable in a one-color print (meaning the inside is white).

Coat of Arms

Coats of arms were originally family emblems, until cities, societies, and institutions adopted them. All college fraternities have them, but few institutions created their design with such faithful adherence to the laws of the ancient art of heraldry as Lambda Chi Alpha has.

Each part of the Lambda Chi Alpha coat of arms has a special meaning, the details of which are explained during the Initiation Ritual. Many of the public meanings of the symbols on the coat of arms are explained during the Associate Member Ceremony, and therefore, the coat of arms may be used and worn by all members, including associate members. It may be used on jewelry and stationery, among other items.

Additional Resources

Powerpoint Template

Social Media Graphics

In an effort to enhance brand unity, these Photoshop templates have been created to provide easy customization using the resources above. Use these graphics as you see fit to post about and promote your chapter/colony.

Social Media Profile Images

These graphics have been created and customized for each open chapter and colony within Lambda Chi Alpha. The purpose of these graphics is to allow for brand unity and create a recognizable identity across all social media platforms. Follow the download link to access the logos created for your chapter/colony.

core value:

SERVICE & STEWARDSHIP

Name:

Alpha-Omicron Zeta

LOCATION:

Bloomington, IN

INSTITUTION:

Indiana University

Recently, the Alpha-Omicron Zeta at Indiana University truly lived the value of Service & Stewardship. Instead of simply volunteering at a food bank, they wanted to see their impact come to fruition. So they found a family in need and changed their lives for the better. Watch the video above for a complete description of this self-less act.

Name:

Jorge Reyes Salinas

UNIVERSITY:

California State – Northridge

Name:

Barry Cappello

UNIVERSITY:

UCLA

core value:

DUTY

Name:

Jack Hesser

UNIVERSITY:

Middlebury, IN

MAJOR:

Microbiology, Botany

Jack Hesser is a senior microbiology and botany double major at Ball State University. In his four years at Ball State, Hesser has created the worlds first ever international research journal for undergraduate microbiology research, founded the first student-run national coalition of student governments, and has even published in fields such as anthropology and teaching. Currently he serves as the president of the student body as well as the Iota-Alpha chapter president.

core value:

LOYALTY

Name:

Jared Grier & Pi Zeta

LOCATION:

Worcester, MA

INSTITUTION:

Worcester Polytechnic Institute

When one of their own suffered a debilitating accident, the brothers of Pi Zeta at Worcester Polytechnic stepped up to lend exactly the kind of support that our brotherhood is built for.

core value:

HONOR

Name:

Juan Velasquez

UNIVERSITY:

Embry-Riddle, Prescott

MAJOR:

Aeronautical Science

Juan Velasquez is a junior aeronautical science major at Embry-Riddle Aeronautical University, Prescott where he is also training to be a pilot. As a first generation American and college student, Juan serves the Embry-Riddle Prescott colony as standards chairman. He also holds the position of secretary for the Board of Campus Activities, as well as the Alpa Ace Club. After graduation Juan hopes to one day fly for Delta Airlines as a commercial pilot. Juan is just one of dozens of undergraduate young men who are receiving scholarship assistance from the educational foundation so they can have a Lambda Chi Alpha experience. Thanks to our generous donors, the educational foundation offers a wide variety of scholarships annually to our undergraduate brothers.

Matt's Story - University of Wisconsin, La Crosse

I joined Lambda Chi Alpha because…

“I joined Lambda Chi Alpha because of the legacy, the message, and the opportunities. Not often can you find spiritual enlightenment, displays of charity, career building, and a lifetime of TRUE brotherhood all in one package. Having also been a lifelong supporter of the United States Military, learning about the connection to the U.S. Army with our core values was also an intriguing factor to joining Lambda Chi. Lambda Chi Alpha has the potential to be a top tier fraternity here at UW-La Crosse, and I felt that it was my duty to ensure that this dream becomes a reality.”

Since I have joined Lambda Chi Alpha…

“I have discovered new truths about myself, my brothers, my student peers, and the world around me. Lambda Chi Alpha has opened up a new perspective to me, one that I would not have achieved without going Greek. I have gained compassion, empathy, sense of self, and many other virtues that have allowed me to become the best man I can be. I have also discovered the immense complexity and difficulty that comes with a colonizing a new Zeta, but have learned much more than I have lost and would always choose to do it all over again. My connection to the University and my ability to contribute in all aspects of my life has increased exponentially, and it’s all thanks to Lambda Chi.”

Lambda Chi Alpha has given me…

“A greater sense of what It means to be an ideal friend, brother, student and man in society. I have learned many new leadership skills, such as organization, taking the initiative, and critical thinking, and have also been offered various opportunities to use these new skills, in and outside of Greek life. Hard work of both the mental and physical realms now holds more intrinsic value than ever before, as courageously expressed in my favorite open motto “Χαλεπὰ τὰ καλά, Naught without Labor”. Although pure greatness may and will never be fully achieved, Lambda Chi Alpha has set me on that epic path to shoot for success.”

What I have enjoyed most about Lambda Chi Alpha is…

“The local and world wide sense of true brotherhood. Learning about our vast and complex history has helped me to connect with brothers from decades, states and even countries vastly far away and different from my own, and yet, I know that we hold the same values and knowledge that all other brothers have held. Whether your journey began in the past, exists in the present, or is being awaited in the future, the bond that begins from the first moment you sign up will remain with you for the rest of your life. It’s a truly humbling feeling that I do not know what I would do without. Im Thankful to Lambda Chi Alpha for its many other benefits as well, and only hope that I can someday come close to repaying the favor.”

Abe's Story - University of North Texas

Why did you join?

“I joined Lambda Chi Alpha initially not only because of the friends I had that were already joining, but because the organization feels different from the typical fraternity. Lambda Chi gave the feel of still focusing on its core values while also offering the opportunity for social growth. So far, Lambda Chi has given me the opportunity to become close with great people I may never have met and begin networking in a way that allows me to both further my own career goals, as well as help benefit others in providing mentor-ship and the opportunity to mentor.”

Armando's Story - University of Tampa

I joined Lambda Chi Alpha because…

“I wanted to be a leader and have an opportunity to make a difference in my community with a group of people who felt the same.”

Since I have joined Lambda Chi Alpha…

“I have grown tremendously as a student, brother, and member of society. As a brother of Lambda Chi, I see the world differently because when you guide yourself by our seven core values and the lesson of our ritual, forgiveness isn’t an option, anger isn’t a choice, understanding is essential and overall, your life becomes better.”

Lambda Chi Alpha has given me…

“A home away from home. A network. A family.”

What I have enjoyed most about Lambda Chi Alpha is…

“I think what I have enjoyed most about Lambda Chi Alpha is General Assembly (GA). GA gave me the opportunity to meet so many brother, so many people who want to change the world through Lambda Chi – just like I do – and that is something special. I’ve never been in a situation where so many likeminded people came together to brainstorm progressing ourselves, our Zetas, and the world. It was amazing to see such unity in so much diversity.”

Calvin's Story - West Virginia University

I joined Lambda Chi Alpha because…

“Initially when I decided to go to college I went to a smaller, in state school that I found out was not where I wanted to spend my college years so after my first semester of freshman year I transferred to WVU. During that first semester, I got an email blast about an opportunity to be part of founding a new fraternity on campus. I had always liked the idea of a fraternity, but knew I wasn’t the type for any of the ones on the hill and I had always wanted to start something on my own and help it grow. After we got the email blast my brother and I had a meeting with Christopher Pockette. We were blown away and signed our bid a couple weeks later.”

Since I have joined Lambda Chi Alpha…

“It has been over a year since I accepted my bid and have been part of Lambda Chi Alpha, but it feels like I have been part of something my whole life. Lambda Chi Alpha has surrounded me with a group of men that are similar to me, who are well balanced and committed to helping themselves be the best they can be and to bring up people around them by example and with support. They believe in academics, philanthropy, service, socialresponsibility, and family and incorporating them all together so none is left out! Being around a group of guys has opened doors for me at West Virginia University that I didn’t even know where possible. The valuable friendships, campus relations and alumni connections as well as the responsibilities and opportunities are limitless. College would not be the same without Lambda Chi Alpha and I would not be who I am today without it.”

Lambda Chi Alpha has given me…

“Lambda Chi Alpha has allowed me to come out of my shell and push my abilities every day. Serving as President these past two terms has transitioned me from a qualified, but shy teenager, to a man with no holding back. I believe in bringing people together and always trying your best. One day, I want to open my own company and I know through my experiences in leadership as President of this newly re-charted chapter that I will be ready for anything that comes my way. I am forever grateful for not being complacent daring to open doors that have allowed me to find my home not only at West Virginia University, but within Lambda Chi Alpha.”

What I have enjoyed most about Lambda Chi Alpha is…

“Being part of founding a colony that chartered in one year’s time while I was High Alpha, has taught me many valuable skills I would enjoy sharing with others. Navigating the processes and overcoming unique and typical challenges, offers a valuable perspective for me. My experiences are fresh and allow me to have many items for consideration – questions, concerns, suggestions – all towards positive improvements, clarifications or reaffirmations for success. I am passionate about making every Lambda Chi Alpha chapter or colony and member their best in any way that I can.”